'Chaayos' Leveraging the Power of Digital Media to Increase Fan Following and Brand Awareness: A Case Study
Year: 2016
Type: article
Abstract: The case study elaborates the marketing strategies of Chaayos. It talks about how the company was formed by two IIT graduates motivated by their love for tea. The study touches upon the statistics of tea consumption in India against the available hygienic tea shops.The case study envisages how the digital media platforms have been effectively used by Chaayos in order to enhance their capabilities and grow rapidly. Chaayos keeps sharing valuable contents through all its online as well as offline platforms. Apart from this, Chaayos responds to their fans and followers and listens to them with the aim to serve them better and take valuable ideas and feedback.The study illustrates by doing all of this How Chaayos has been able to show it openly that it cares for the fans and makes them feel that they are an integral part of the company. Chaayos understands their audience and the importance of digital media. Taking a giant leap, most recently, Chaayos has plans that it will open 50 new stores pan India in coming 2 years. This will give a major pump to the company’s growth.
Author: Ridhima Bhanot Sharma
Institution: Amity University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3214322965